This video from Shel Israel at FastCompanyTV.com is interesting for a number of reasons – it actually shows how you need to think and how you need to track to successfully measure the effects of Social Media Campaigns.

I wasn’t able to embed the movie due to limitations in WordPress version I’m using – but you can see the online video at GNTV: Making a Splash with Social Media Measurement

One take away is that the organizers of this campaign for roller coasters marketed to an existing group of enthusiasts who they already knew how to identify and they had a pretty good idea how they were going to reach them and how they were going to track the influence – and it involved many different tools – and it didn’t cost much to do – but it was difficult to get the approval, on a corporate brand level – because Social Marketing, at it’s root, is democratic and a two way conversation – or multi-conversations and it’s not something the Brand can control – they can only moderate it and perhaps measure it.